Wheel building is mystifying to a lot of cyclists, so anybody who's competent at it can become regarded as a guru of esoteric knowledge. But it's actually a pretty straightforward process, and not terribly "artisanal", in my opinion. I've taught dozens of people to build wheels, and most are able to do a pretty good job the first time (with close supervision). There are probably hundreds or thousands of competent wheel builders in the US, amateur and professional. This is not to take anything from Rich, of course.
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